Video marketing has made huge strides in the ten years since 2010. At the start of the decade, YouTube wasn’t yet the second largest search engine in the world. At the time, it was equivalent to a kindergartener in the marketing industry.
But over the years, businesses have continuously relied on video marketing for the success of their marketing campaigns. By 2017, videos had generated 74% of what was the internet traffic. Facebook had embraced video content and had over 500 million viewers daily. Now it’s a major competitor of YouTube and has its video platform. All this point towards video marketing being the future of marketing. Below is a compilation of top trends in video marketing.
Video podcasts, also known as videocasts are video versions of the regular podcasts or radio programs. Videocasts help viewers put faces behind the voices they hear and also see what happens in the studio. It is a more interactive version of the mp3 podcasts. Brands benefit by having their viewers feel more engaged and closer to the brand by connecting better with what is being said.
Vertical Videos and IGTV
Thanks to Snapchat and Instagram, viewers can now enjoy vertical videos, which are a more enjoyable way to consume content on their phones. Users spend a lot of time scrolling through Instagram stories, which are video content in the vertical format. Brands have invested heavily in making vertical videos for mobile devices as a huge number of consumers spend a considerable amount of time scrolling through content on their phones. Instagram recently introduced its Instagram TV (IGTV), which allows influencers to upload vertical videos with lengths between 15 seconds to one hour.
Company Video Vlogging
Vlogging has become a popular video trend, especially on YouTube. With the spike in the number of vloggers doing product reviews and DIY tutorials, companies are now using it as a more human method of connecting their brands with viewers. By letting consumers get a closer peek at the behind-the-scenes of the brand team and routines, it becomes easier to bring them closer to the brand. Among the content being shown by company vloggers is how a typical office day in the company looks like and new product launches.
Live stream videos have become a popular channel through which brands engage with consumers. Through live stream interactions, users feel more confident with the brand since their queries are answered directly and immediately. This encourages engagement since it feels like a live face to face conversation. Another benefit to brands that have adapted live streaming to their marketing strategies is that live videos are free and do not require any editing. Great examples include Instagram Live, Facebook Live, and YouTube Live.
360-degree videos are the future of video content in marketing. They enable users to interact with the video content in an immersive and real way. 360-degree videos are continuously being utilized in innovative marketing strategies by travel and event brands. Brands like relators are using these innovative videos for property shows, especially during the ongoing Covid-19 pandemic. Users can now interact with spaces virtually just as they would in the physical locations. A great example of 360-degree video brand use is National Geographic.
Shoppable videos are the next logical progression after the massive success of shoppable photos. Through shoppable videos, consumers can make direct purchases and be redirected to product pages where they can finalize the buy. Hyperlinks on shoppable videos can be used to direct consumers to the online shopping process. This is a method brands can efficiently use to showcase products and generate more sales.
Augmented Reality Marketing Campaigns
AR is a technology that has been around for some time. Marketers have increasingly used it in the creation of social media video campaigns. Using AR in these campaigns makes them more interactive and immersive, which translates to a higher CTR and better user experience. Consumers use AR to try out new products, making the technology essential for the retail industry. Using enhancements, users can fit a new pair of glasses or even clothing.
For many brands, marketing campaigns may feel like a shot in the dark. It is common for consumers to receive content recommendations and emails for products they aren’t interested in. But in recent years, brands have started to do away with one size fits all video marketing strategies. For brands, personalized video content enjoys a 4.5 increase in CTR and 16 times higher open rate. Personalized videos can be used in account-based marketing instead of trying to reach thousands of prospects at the same time.
The past ten years have seen massive growth in video marketing strategies. In this era of technological advancement, video content generation has been greatly favored as developers continue to churn out new video technologies that can be incorporated into marketing campaigns.